Earticle

초록

영어

Despite the economy depression, coffee shop market has grown continuously. Also various new coffee shops have been opened in every district of Korea. The coffee industry is getting bigger with high potential expectations, however due to the severe competition among the expanded number of existing domestic coffee shop and also franchises such as Starbucks. Coffee companies differentiate themselves with their own branding concept in order to hold a dominant position in this competitive industry. Even though they have their own concept and represent themselves for being different from other coffee companies, there was no consumer feedback on brand image of the concept of the coffee companies. The survey was based on the first half of 2009 coffee shop market and picked top five coffee shops from the chart with people in 10s~50s men and women living in Seoul. As a result, the factor of dining atmosphere display is the second factor after the coffee taste when customers go to coffee shops. Especially, Coffee Bean and Angel-in-Us are the best places for representing their concepts in the coffee shops. One of the noticeable results in the survey is Brand concept and Brand Image of Hollys Coffee. Hollys Coffee renewed the concept and gave changes in the shops but there wasn’t much intersection between the concepts and Brand Imaging. Therefore, there should be more research and effort of Brand Image and interchange of Brand Identity and Brand Image to hold a dominant position in the fierce competition of coffee shop industry.

목차

ABSTRACT
 I. 서론
 II. 연구 내용 및 방법
  1. 연구의 범위와 구성
 III. 고찰 및 연구 결과
  1. 커피의 이론적 배경
  2. 한국 커피 시장의 변화
  3. 조사 설계와 분석 방법
  4. 분석 결과
 IV. 요약 및 결론
 참고 문헌

키워드

저자

• 송진영 [ Song, Jin-Young | 경기대학교 관광전문대학원 식공간연출 전공. ] 교신저자
• 장혜진 [ Chang, Hea-Jin | 혜천대학 식품과학계열 푸드스타일링 전공 전임강사. ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  식공간연구 [JOURNAL OF THE TABLE & FOOD COORDINATE]

• 간기

  반년간

• pISSN

  1976-3182

• 수록기간

  2006~2012

• 등재여부

  KCI 등재후보

• 십진분류

  KDC 594 DDC 641